Comcast has announced plans to introduce a new advertising platform aimed at simplifying the process for smaller businesses to purchase ad time on traditional TV’s streaming businesses. The company hopes to attract advertisers away from social media and digital outlets. The new platform, Universal Ads, will allow advertisers to buy spots on premium video content from various media companies. Partnerships have been established with companies like NBCUniversal, Xumo, A+E, AMC Networks, DirecTV, Fox Corp., Paramount, Roku, TelevisaUnivision, and Warner Bros. Discovery, with more expected to join in the future.
Universal Ads is set to launch in the first quarter and is designed to streamline the ad buying process for advertisers of all sizes. The platform aims to replicate the ease of purchasing ads on social media platforms like Meta, YouTube, and TikTok. Comcast built the platform using its ad tech company FreeWheel and plans to offer free automated artificial intelligence tools to assist smaller companies in producing ads.
The media industry has been experiencing significant changes as consumers shift towards streaming services and social media platforms. While traditional TV remains an effective form of advertising, digital platforms like YouTube and TikTok are expected to see substantial growth in ad revenue. Despite the challenges faced by traditional media companies, efforts are being made to attract more ad dollars from digital platforms through initiatives like Universal Ads.
Industry executives recognize the importance of reaching small- and medium-sized businesses as advertisers, especially in the evolving landscape of connected TV. Advertisers are increasingly seeking new platforms outside of social media to connect with audiences and are looking for more efficient and flexible ad buying options. Traditional linear TV continues to be a vital outlet for advertisers due to its broad reach across demographics.
Comcast’s Universal Ads platform aims to revolutionize the advertising landscape by providing a collaborative and unique approach to capturing market share from competitors. The platform is expected to offer new opportunities for advertisers who have not traditionally worked with Comcast, ultimately reshaping the advertising industry.
